Ogilvy and Mather group launches ‘Ogilvy Pride’ to target LGBT community
PR firm Ogilvy has launched a new service targeted at the LGBT community.
Ogilvy Pride – which partnered with truTV to promote the recent launch of drag reality show ‘RuPaul’s Drag Race’ in the UK – aims to tap into the power of the LGBT community.
As a Global Diversity Champion of LGBT rights charity Stonewall, Ogilvy Pride will also allow bands to become more progressive, and reach into parts of the LGBT community that has so far gone unrecognised.
Ogilvy Public Relations UK CEO Michael Frohlich said: “We are delighted to announce Ogilvy Pride, a new specialism we can offer to our existing and new clients.
“Ogilvy Pride began as a grass roots community to champion diversity in the workplace and has quickly grown into a key specialism for the business.
“Ogilvy Pride both responds to, and capitalises on, the huge appetite from brands to understand and tap into LGBT audiences in order to further diversify and grow their consumer audiences.”
Andrew Barratt, Head of Ogilvy Pride, said: “Shifts in social attitudes and the considerable spending power of LGBT people provides huge opportunity for brands to harness Ogilvy Pride’s specialist expertise.
“By 2020 it is estimated that in London alone the traditional mainstream majority will be outnumbered by minority groups. For a global brand campaign to be truly strategic in its communications, consideration of minority consumer audiences such as LGBT is now key.”